Will Cadillac Be Able to Rebuild Themselves Into A Respected World Brand?

After driving the new Cadillac XTS for a week  I found myself thinking about Cadillac - the brand - and wondering what was next for GM’s luxury division. Most people within and outside this industry who concern themselves with such things are aware of Cadillac’s journey by now. GM’s luxury show pony during its late-50s-early-70s heyday, Cadillac started to lose its way in the mid-70s, just as the German road stars from Mercedes and BMW started to make a serious run at the U.S. market.

And what did GM and Cadillac do to respond to that challenge? They got greedy with the brand, adding dealers and pumping up the volume to the point where any specialness left – admittedly slim at that point – was buried in 10-foot-high Day-Glo “SALE” lettering on their dealerships’ showroom windows. Dealers got fat and happy as profits rolled in, but the looming train wreck that would be brought on by out-of-touch products was just around the corner.

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Yonder7 - 4/9/2013 7:08:08 PM

+1 Boost

They can...so the question is if they will....

pchera01 - 4/9/2013 7:56:32 PM

0 Boost

where is the 2014 escalade?

85bmw745i - 4/9/2013 11:17:24 PM

+1 Boost

You mean the Chevy Tahoe/Suburban with a different headlights, grill and a side vent that looks like it came from the rice section at Autozone? the one where the third row seats sit flat on the floor so the passengers sit with their knees in their chest? Caddy is certainly on to something with the ATS and CTS though.

ParadoX - 4/9/2013 8:34:11 PM

+2 Boost

They are definitely a major player in the American market, overseas expansion is a different story. They can do it if they continue making cars like the ATS and CTS.

MorePower - 4/10/2013 3:52:24 PM

+2 Boost

To rebuild their global image, Cadillac needs three vehicles:

1. Small luxury/near-luxury, entry level sedan

2. Mid-size luxury sedan that is just a comfortable nailing apexes as it is stealing second looks.

3. Sports coupe/GT Coupe

While the ATS is close, Cadillac still does not have either of the other two.

skytop - 4/11/2013 2:44:47 AM

+2 Boost

As long as Caddy builds rebadged Chevy cars, they are irrelevant.